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題名 | 國民中學學校內部行銷認知、運作與執行困境之研究=Research on the Perception, Operation and Difficulties of School Internal Marketing in Junior High Schools |
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作者 | 張奕華; 李春芳; | 書刊名 | 學校行政 |
卷期 | 68 2010.07[民99.07] |
頁次 | 頁1-26 |
分類號 | 523.564 |
關鍵詞 | 國民中學; 學校人員; 內部行銷; Junior high school; School personnel; Internal marketing; |
語文 | 中文(Chinese) |
中文摘要 | 本研究旨在探討桃園縣國民中學學校內部行銷的認知及運作的整體概況,並了解學校內部行銷執行的問題或困難。本研究採用問卷調查法進行資料蒐集與分析,研究者根據文獻探討所得編製之「桃園縣國民中學內部行銷調查問卷」實施問卷調查。本研究以桃園縣公立國民中學為研究範圍,於該等學校任職之學校人員為研究對象。本研究抽取桃園縣 39 所學校,兼任行政人員、一般教師與專任行政人員共 628 人為樣本,有效樣本數 564 人,可用率為 89.8 %。本研究主要發現如下:(一)桃園縣國民中學學校人員普遍肯定學校內部行銷的重要性。(二)桃園縣國民中學學校內部行銷的運作屬於中上程度。(三)桃園縣學校內部行銷最主要的困境在於全校性教職員工聯誼活動次數少、進修研習之課務要自理參加意願低落、教職員工不熱衷校內聯誼活動等問題。 |
英文摘要 | The purposes of this research were to explore the current situation on the perception, operation and difficulties of school internal marketing of the Junior High Schools in Taoyuan County. Th is study was conducted with questionnaire survey to collect the data. Th e researchers applied the questionnaire survey by “Th e Questionnaire of Internal Marketing of Junior High Schools in Taoyuan County” which was compiled through literature review. Th e researchers set the junior high schools in Taoyuan County as the study scope, and the staff in the schools as the subjects. Th e sample of this study was 628 people including pluralistic-administrative staff , teacher and full time-administrative staff from 39 schools in Taoyuan County. Th e eff ective sample size was 564 people. Th e valid rate for this research was 89.8%. Th e analysis of the data revealed the following main conclusions: (1) Th e school personnel in Taoyuan County generally approved the importance of school internal marketing. (2) Th e operation of school internal marketing in the Junior High Schools in Taoyuan was upper level. (3) Th e difficulties of school internal marketing in Taoyuan County were that the school staff did not have enough fellowship activities; teachers have low willing to attend the in-service training programs since they have to deal with their class chores by themselves and the school staff s are not fond of fellowship activities. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。